Search engine marketing (SEM) is the umbrella under which all digital marketing tactics fall, whether free or paid. The ultimate goal of SEM is to increase your company’s website visibility on search engines — and by search engines we mean Google, Yahoo, and Bing. SEM is also referred to as search marketing. Google is the most popular search platform.
What is Search Engine Optimisation (SEO)?
SEO is a process whereby various website ‘optimisation’ methods are applied to your website as well as other websites, in order to improve your website’s visibility or ‘ranking’ in the ‘natural’ or ‘organic’ listings of search engines.
If executed correctly these SEO techniques will eventually raise your website above other websites in the listings of Search Engines. You don’t pay for these organic listings like you do for Google Adwords (pay-per-click), so it’s really important that you take advantage of these available SEO methods as they will improve the chances of your site being found and visited – and of course, that means more enquiries and more business!
What is Pay-Per-Click (PPC)?
PPC marketing is a form of online advertising in which advertisers accrue costs when users click their ads. Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.
PPC is all about relevance. Users are searching for specific products, services, and information at any given time. Advertisers can show a targeted ad at the exact moment this search is occurring. For example, if a user searches for “blue running shoes,” an advertiser can show an ad speaking to “blue running shoes”.